Athlete Brand: Its Evolution, Power, and Future Impact

Vickie Saunders, CEO The Athlete Brand Builder, will be delivering a keynote at Australia Sports Innovation Week (ASIW) in Melbourne on Wednesday 29^th October 2025 at the MCG on this topic.

Athletes who have agency are the new leaders in sport — not because they do it all alone, but because they choose to lead the way their journey unfolds.

“Today’s athlete is not just a performer, they are a storyteller, a community leader, a micro-entrepreneur. With the right tools and support, they can manage their own relationships with businesses, create meaningful content, and negotiate brand deals that align with their values,” said Saunders.

This will be an uplifting insight into how athlete branding has evolved into a powerful force, driving commercial value, transforming personal journeys, and shaping culture and community across sport, business, and society.

Joining Vickie, will be a special guest co-presenter Matt Murphy, Paddle Australia’s National Athlete Wellbeing & Engagement Manager, as they share how this is done in a method that supports athletes and teams as they maintain high standards on and off the water.

The Athlete Brand Builder transform how athletes build their personal brands and from more than 15 years of experience is proven and trusted by sports organisations globally (Institutes of Sport – Australia, England, Singapore, Canada and Wales, Sport New Zealand) in delivering world-class education that empowers athletes to unlock their value, connect with opportunity, and create impact in and beyond sport.

ASIW will create the most valuable experience that showcases and celebrates innovation in the leadership of data, digital, content, careers, research and technology services in sport by connecting collaborators, enablers, investors, creators and partners from all cultures, backgrounds and locations.

For more information, visit stws.co/conference-australia